Increasingly, companies see the value of association with complementary brands whether they be commercial businesses or charitable causes. We have experience in sponsorship, brand collaboration and celebrity endorsement in a wide variety of sectors.

It is important to understand the objectives of each party (and the restrictions within which they have to operate) to ensure that each optimises the brand association with the other and that each gets 'value for money'.

We have been involved in Formula 1 for more than 20 years and have a wide experience in advising on high value sponsorship agreements with the high profile sponsors who want to appeal to the 350 million viewers of each Grand Prix race.

Recently, we advised one of the world's Top 5 brands on its innovative sponsorship, co-marketing and global technology agreement with a Formula 1 team - a first in this area and an example of the trend towards brand collaboration.

The connection between luxury brands and charitable entities is becoming increasingly important. Luxury brands have long been associated with worthy causes and these relationships now extend from sponsorship through to commercial alliances.

We have a large group of charity practitioners in the UK and US and have extensive experience with charity sponsorship.